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Singapore Tourism Board kicks off 2019 with Facebook AR filter and new Action Seekers film

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By Shawn Lim, Reporter, Asia Pacific

January 8, 2019 | 4 min read

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The Singapore Tourism Board (STB) has created an augmented reality camera filter on Facebook to promote Singapore as a constantly evolving travel destination and launched a new film as it ramps up its marketing efforts for 2019.

The Visit Singapore Facebook Filter, which was created by TBWA and creative technology company AliveNow.

The Visit Singapore Facebook Filter, which was created by TBWA and creative technology company AliveNow, allows users to find the most exciting locations around Singapore and transports them there with AR.

Users can take selfies and record videos of themselves and their friends while wearing fun props that are unique to each location’s vibe.

The AR filter is part of STB’s Passion Made Possible campaign, which aims to showcase the country’s entrepreneurial and innovative strengths to the world under a joint branding campaign between its tourism and business-government agencies to market the country to tourists, consumers, investors, and businesses.

Last week, to kick-start its Passion Made Possible campaign activities for 2019, the STB unveiled its new Action Seekers tribe film, which targets visitors who are looking for adventure and sports in Singapore.

The film showcases young athletes being coached by wakeboarder Sasha Christian, mixed martial arts fighter May Ooi, indoor skydiving World Cup champion Kyra Poh and head coach for youth, Football Association of Singapore, Fandi Ahmad.

“Children embody the spirit of Action Seekers – they are fearless, determined, passionate, young and yet capable of greatness. STB is featuring them in our campaign, to bring across the spiritedness of the Action Seekers through the myriad thrills and possibilities Singapore offers,” said Lim Shoo Ling, the director of brand at STB.

“We are further telling the Action Seeker story by profiling our home-grown sporting personalities, who have persevered and defied the odds to realise their passions, while also highlighting the range of experiences and events that Action Seekers can discover in Singapore.”

The Action Seekers campaign also features sporting activities in Singapore like go-karting, skating, wakeboarding, as well as sporting events such as the annual Formula 1 Singapore Grand Prix and HSBC Singapore Rugby Sevens.

STB was one of the recipients of The Drum’s New Year Honors for throwing its weight behind the Crazy Rich Asians movie – the first film by a major Hollywood studio to feature a majority Asian American cast. It was nominated for Best Motion Picture in the comedy category at the 76th Golden Globe Awards.

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STB's latest charm offensive Passion Made Possible: Revisit 5 past tourism campaigns

SINGAPORE - The Singapore Tourism Board's (STB) newest brand campaign - Passion Made Possible - announced on Thursday (Aug 24) aims to move beyond a tourist-centric strategy.

A partnership with the Economic Development Board, the campaign takes a storytelling approach by using local personalities to share tales about their different passions.

The idea is for a "unified" brand that will help market Singapore, be it to tourists or businesses.

Here's a look at past STB campaigns.

Passion Made Possible is the new branding for #Singapore by STB and EDB. Here are previous brandings: http://str.sg/4rr3 Posted by The Straits Times on Thursday, August 24, 2017

1. Instant Asia

The STB's predecessor, the Singapore Tourist Promotion Board (STPB), put much effort and resources into promoting Singapore overseas following its formation in January 1964.

Besides targeting the United States, Australia and Japan as well as rolling out a monthly travel newsletter, STPB also adopted the Merlion as its emblem.

Its first tagline, Instant Asia, was used to convey the idea of Singapore as a holiday destination that combined the sights, tastes and cultures of Asia's main ethnic groups.

2. Surprising Singapore

What followed was a rebranding of Singapore as a "modern city of diverse exotic experiences".

Surprising Singapore was launched in 1984 and ran for 11 years, with the slogan arising from an observation that many tourists were surprised to find Singapore different from what they had expected.

An article in The Straits Times in 1979, several years before the launch of the campaign, noted: "Visitors often express surprise over the city's clean and green image, its safe streets and the quality of the hotels and their services."

3. New Asia - Singapore

To signal the start of a new era when Singapore harboured ambitions of becoming a tourism capital by the 21st century (Tourism 21), Surprising Singapore became New Asia - Singapore in 1995.

This was meant to depict the country as a place where tradition mingles with modernity in a East meets West setting.

The following year, an initial budget of S$600 million was approved by the Government to realise three of the six key recommendations put forth in the Tourism 21 plan - developing Chinatown, setting up a new tourism development assistance scheme and creating a mega exhibition centre.

The STPB was renamed STB in November 1997, reflecting its new role as overall coordinator and champion for tourism in Singapore.

4. Uniquely Singapore

Following the outbreak of severe acute respiratory syndrome (Sars) in 2003 which affected tourism, the STB decided that a change in strategy was in order in 2004 to maintain Singapore's share of the tourism pie.

Thus, Uniquely Singapore, which aimed to offer products and services that showcase the distinctness of Singapore, was born.

The campaign was promoted aggressively overseas, with celebrity ambassadors, including singer- songwriter JJ Lin, appointed to spread the word. Key attractions highlighted include Orchard Road, the Singapore Zoo and the various heritage districts.

Events such as the Singapore Food Festival and Great Singapore Sale also took centre stage.

5. YourSingapore

Launched in March 2010, YourSingapore aimed to tap into the country's highly concentrated mix of dining, shopping and cultural attractions.

An interactive website was launched to facilitate the customisation of tours and booking of flights and accommodation.

This period also saw STB tailor its campaigns for different markets such as China, India, Australia and the Philippines.

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Follow our news, recent searches, singapore visitor arrivals up 115% to 13.6 million in 2023, advertisement.

The number of visitors to Singapore in 2023 is about 71 per cent of pre-pandemic levels.

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Lee Chong Ming

SINGAPORE: Singapore saw a 115 per cent increase in the number of visitors last year, from 6.3 million in 2022 to 13.6 million in 2023.

The number in 2023 met Singapore Tourism Board's (STB) forecast of between 12 million and 14 million visitors.

This is about 71 per cent of the number in 2019, before international travel came to a halt in 2020 due to the COVID-19 pandemic.

The increase in visitor arrivals was driven by strong demand from a mix of Singapore’s key markets, led by Indonesia (2.3 million), China (1.4 million) and Malaysia (1.1 million). Other key markets included Australia, South Korea, and the US.

Singapore's tourism receipts are expected to register S$24.5 billion (US$18.2 billion) to S$26 billion for 2023, which exceeds STB’s forecast of between S$18 billion to S$21 billion.

This is about 88 to 94 per cent of 2019 levels, according to figures released by STB on Thursday (Feb 1).

Tourism receipts reached S$20.1 billion between January to September 2023. The final figures for tourism receipts will be available in the second quarter of 2024.

“From January to September 2023, tourism receipts across all spend categories have either exceeded or recovered close to pre-pandemic levels, compared with the same period in 2019,” STB said. 

For the first nine months of 2023, China, Indonesia, and Australia generated the most tourism receipts, contributing S$2.3 billion, S$2.2 billion, and S$1.5 billion respectively, excluding sightseeing, entertainment, and gaming.

Sightseeing, entertainment, and gaming are excluded in the country analysis of tourism receipts due to commercial sensitivities, said STB.

STB also said visitors spent more time in Singapore compared to before the pandemic. The average length of stay in 2023 was approximately 3.8 days, an increase compared to 3.4 days for the same period in 2019.

“Singapore’s tourism sector recovered strongly and demonstrated resilience with a solid performance for 2023,” STB said.

Singapore and China reach agreement on mutual 30-day visa-free entry; arrangement begins on Feb 9

Singapore's visa-free agreement with China may push inbound travel closer to pre-pandemic levels

2024 outlook.

STB said it expects the tourism sector’s recovery to continue in 2024, driven by improved global flight connectivity and capacity as well as the implementation of the mutual 30-day visa-free travel between China and Singapore .

Singapore and China had agreed to a 30-day mutual visa-free entry for their citizens last week.

Under the agreement, Singaporeans and Chinese citizens holding ordinary passports can enter China or Singapore without a visa for no more than 30 days if they are travelling for business, sightseeing, visiting friends and family, or other private affairs. 

The arrangement will formally start on Feb 9, the eve of Chinese New Year.

“In 2024, international flight capacity is expected to continue to increase, with capacity at or approaching pre-pandemic levels for the majority of our key source markets,” STB said.

International visitor arrivals are expected to reach around 15 to 16 million in 2024, bringing in approximately S$26.0 billion to S$27.5 billion in tourism receipts.

Geopolitical uncertainty, the state of the global economy and other factors such as the continued restoration of flight connectivity will have bearing on the pace of travel recovery, STB added.

“To sustain our growth in 2024 and beyond, STB will focus on achieving quality tourism, cultivating strategic partnerships, investing in new and refreshed products and experiences, and supporting stakeholders in building capabilities,” said STB chief executive Melissa Ow.

KEY INDUSTRY PERFORMANCES

In the Meetings, Incentives, Conventions and Exhibitions (MICE) sector, STB said it secured several significant business events that took place in Singapore for the first time last year.

These include the 25th World Congress of Dermatology 2023, Million Dollar Round Table (MDRT) Global Conference 2023, and the International Trademark Association (INTA) 2023 Annual Meeting Live+.

For leisure events, STB in 2023 hosted the debut of ART SG, Southeast Asia’s largest art fair, in conjunction with the Singapore Art Week.

For hotels, the average room rate and revenue per available room exceeded 2019 levels. Average room rate reached S$282, which is about 128 per cent of the rate in 2019, while revenue per available room reached S$226, which is about 118 per cent of the figure in 2019.

Average Occupancy Rate was 80.1 per cent in 2023, compared to 86.9 per cent in the same period in 2019.

The hotel industry’s performance in 2023 was driven by stronger demand for leisure and business travel, STB said.

For cruises, Singapore reached a record 2 million passenger throughput received from more than 340 ship calls since the opening of the Marina Bay Cruise Centre Singapore.

STB had also announced in 2023 its partnership with Disney Cruise Line to make Singapore the exclusive home port for its new Disney Cruise Line vessel for at least five years from 2025.

STB also introduced new attractions and enhanced experiences in 2023 including Go-Kart at Sentosa, Bird Paradise, and the world’s first surf-snow-skate attraction TRIFECTA.

Mickey Mouse sails to Singapore: New Disney Cruise Line ship to make country its home port from 2025

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Google in Asia

Discover Singapore through an immersive augmented reality tour

Feb 01, 2024

[[read-time]] min read

Singapore Tourism Board has added more landmarks to their immersive tour of Singapore, an experience powered by Google’s ARCore and Geospatial Creator.

At Google I/O 2023, we announced a partnership with Singapore Tourism Board (STB) to create “Merli’s Immersive Adventure”: an augmented reality (AR) guided tour of Singapore’s landmarks and best hidden secrets. This innovative AR tour, powered by Google’s ARCore and Geospatial Creator , is accessible in the Visit Singapore Travel Guide app.

STB has expanded to even more landmarks around the city with interactive AR experiences to kick off the 2024 travel season. AR makes it easier for travelers to discover new sights, and provides a richer understanding of Singapore through immersive storytelling. Increasingly, AR and similar technologies have become particularly popular in the travel industry. “STB actively looks for possible tourism use cases in emerging technologies like Extended Reality (XR),” says Simon Ang, the STB Director for The Collaboratory. “We’ll always be open to piloting new technologies to create novel experiences for visitors, and are excited to be working with Google to pioneer this movement.”

In this latest launch, Singapore’s tourism mascot, Merli, guides travelers through six stops in the popular tourism precincts of Singapore’s Civic District and Chinatown. Through a mix of historical, cultural and culinary experiences, both tourists and residents alike can explore and learn more about these areas. For instance, travelers can visit Singapore’s first-ever post office at what is now the Fullerton Hotel — and even send a virtual postcard to their friends or family. At the Great Emporium stop, they can marvel at a life-sized bumboat brought to life in AR and learn about the significance of the Singapore River for the city and its people. Merli also uncovers hidden spots like the Peranakan Tile Gallery, a local Chinatown business that sells tiles salvaged from demolished shophouses. And at Maxwell Food Centre, the interactive AR map of the popular food spot offers recommendations for must-try hawker dishes, helping first-time visitors visually navigate the vast range of food options.

Travelers can visit Singapore’s first-ever post office at what is now the Fullerton Hotel - and even send a virtual postcard to their friends or family.

As the first tourism partner in Google’s ARCore Early Access Program , STB’s in-house team of developers worked with the Google AR and Google Partner Innovation teams to design and bring to life authentic Singapore experiences in augmented reality. “Merli’s Immersive Adventure” is more than a guided tour— it’s a pioneering approach to travel and discovery. It invites tourists not just to see but to interact with and understand the intricacies of Singapore’s heritage and contemporary culture, right from their devices. 1

Visitors can witness history come to life in augmented reality at A Great Emporium, a sculptural ensemble of early-day workers.

STB shares a common vision with Google: to help people see the world and explore destinations in new ways. One shared objective is to grow the number of AR experiences at places of interest by leveraging immersive technologies like the ARCore Geospatial API that lower the barriers of entry to create location based AR content. Geospatial API empowers developers to build location-based AR experiences across more than 100 countries 2 without having to ever physically be there. From immersive games like SPACE INVADERS: World Defense to educational and cultural tools like the exploration of street murals with Global Street Art , there’s a vast range of possibilities for this technology.

We look forward to working with more developers, creators, and brands around the world to use Google’s AR tools to create helpful AR experiences and make the world their canvas.

More Information

Disclaimer: Available on compatible ARCore-enabled Android and iOS devices that support Geospatial API. Internet connection required.

Disclaimer: Available in areas covered by Google Street View.

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Singapore Tourism Board concludes PR, digital and social pitch for China

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Singapore Tourism Board (STB) has appointed brand technology group Gusto Collective as its public relations, digital and social consultancy partner for the China market.

As part of the partnership, Gusto Collective will draw upon its experience in destination marketing to support the STB's mission of positioning Singapore as a vibrant and inspiring destination, bringing to life its "Made in Singapore" global brand campaign. 

It will introduce fresh perspectives on Singapore’s attractions and experiences, showcasing the city-state’s natural beauty, cultural richness, and its emerging status as a thriving innovation and creative centre in Asia. 

Meanwhile, Gusto Collective will enhance Singapore's standing as a global hub for meetings, incentives, conferences, and exhibitions (MICE) that deliver meaningful business outcomes and impact.

Andrew Phua, chief representative and executive director, Greater China at the Singapore Tourism Board, said: “China is one of the largest inbound source markets for Singapore and we have already witnessed an increase in visitor arrivals with the recent visa-exemption.”

“This partnership will allow us to continue building a strong presence in China and inspire Chinese travellers to discover how ordinary moments are turned into extraordinary experiences in Singapore,” Phua added. 

Shashin Surti, managing director, Gusto Collective Shanghai, said: " We are thrilled to be partnering with the Singapore Tourism Board to bring Singapore's vibrant tourism offerings to the China market. This collaboration marks an exciting milestone for both Gusto Collective and the Singapore Tourism Board, to shape a dynamic tourism landscape for Singapore in partnership with industry and community stakeholders."

MARKETING-INTERACTIVE has reached out to Gusto Collective for more information. 

Don't miss:  Singapore Tourism Board highlights the beauty of SG's hidden gems in new campaign  

Back in September last year, the STB launched “Made in Singapore”, its latest global campaign to inspire travellers to choose Singapore as their next travel destination.

The campaign aims to put a fresh spin on its “Passion Made Possible” destination brand. According to STB, the campaign will spotlight quintessentially Singaporean experiences, from attractions to hidden gems.

Related articles:

Singapore Tourism Board highlights the beauty of SG's hidden gems in new campaign Singapore Tourism Board partners Roblox to launch new immersive experience Singapore Tourism Board appoints Distilleri to helm SG's Grand Prix parties for a second year

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Today’s front page, Friday, May 31, 2024

‘Made in Singapore’ 3D billboard kicks off new Singapore tourism campaign 

• BusinessMirror
• May 11, 2024
• 4 minute read

Created by the Singapore Tourism Board, Filipinos can expect content partnerships and more to inspire extraordinary Singapore adventures

MANILA, Philippines — The Singapore Tourism Board (STB) shines the spotlight on the Lion City’s iconic and unique attractions in a new 3D billboard unveiled in Bonifacio Global City (BGC). The spot, titled “Made in Singapore”, kicks off STB’s latest campaign in the Philippines. The campaign will feature Filipino creatives and other exciting experiences to entice Filipino travelers to book their flights to Singapore. 

Terrence Voon, STB’s Executive Director for Southeast Asia, said: “In 2023, we welcomed over 692,000 Filipino visitors to Singapore, a strong 84% recovery to pre-COVID numbers. STB is excited to launch our ‘Made In Singapore’ campaign that showcases the range of extraordinary experiences found only in Singapore to our Filipino audiences. From architectural marvels, a world class food and retail scene, to off-the-beaten-path destinations, our lineup of activities aims to inspire Filipino travelers to book their flights to Singapore in search of one-of-a-kind adventures.”  

Everyday Moments Made Extraordinary 

The “Made in Singapore” 3D billboard highlights three familiar moments that turn into truly memorable experiences in Singapore. In The Lion City, gardens – simple spaces for cultivating nature – are elevated into immersive experiences that showcase the splendor of horticulture like nowhere else in the world. 

Gardens by the Bay is a destination for nature lovers where captivating sights are always in bloom. Flora and fauna from around the world come together with state-of-the-art design and engineering to present the plant kingdom as a wonder that anyone can enjoy. 

When people think of “performance art”, the usual images that come to mind are conceptual acts held in closed venues. Despite being found far from theaters and museums, Chili Crab – one of Singapore’s most famous food offerings – is prepared with the same focus and passion one would expect from a performance artist. 

Chefs in hawker stalls across the country regularly wow their audiences through the act of bringing the meal together. The delicate dance of preparing ingredients turns up in intensity as the invigorating aroma of chili and garlic fill the air. It culminates with servings of crab drenched in a sauce that’s equal parts sweet, spicy, tangy, and truly delicious.  

Singapore also has plenty to offer shoppers in search of serious retail therapy. Alongside flagship stores of some of the biggest brands in the world, many shophouses – a prevalent building type in Singapore’s architectural heritage, are scattered across the city alongside tall skyscrapers. To this day, Shophouses don’t only provide residence, and many local establishments still utilize these spaces to peddle clothing, accessories, and other wares that can’t be found anywhere. Shopping in Singapore has then been redefined through the typical window-shopping experience.    

Perspectives. Made in Singapore 

Beyond captivating landmarks and delicious food, Singapore is a space that nurtures creativity and inspires passion at its core. 

To present new perspectives to travelling in Singapore, STB has partnered with creative couple Ralph Mendoza and Sam Potenciano. On their YouTube channel “ Ralph and Sam ”, Ralph, a photographer and Sam, a vintage store owner, document their travels – showcasing unique epicurean and retail spots to be found in each destination they hit.

The opportunity to revisit carries sentimental value for Sam. Having previously lived in Singapore during her days as a student, coming back at a different stage in her life spells the possibility for new adventures in a place she used to call home.     

Connections. Made in Singapore 

From one creative to another, Singapore is likewise a place of inspiration for musicians. Known for his chart-topping hits Pano , Binibini , and Gusto , STB is also partnering with renowned Filipino singer-songwriter, Zack Tabudlo of Republic Records Philippines. 

As he travels solo, Zack explores Singapore, taking in all that the city has to offer to inspire his next big hit. Be sure to watch out for this collaboration as it will surely stir up excitement for Zack’s upcoming release.

Jam Sessions. Made in Singapore 

With new perspectives come new experiences for families. Musicians and hosts of the hit podcast “ Wake Up with Jim and Saab ”, Saab Magalona-Bacarro and Jim Bacarro will be working in partnership with STB. 

Having been with their band Cheats for over 10 years, Jim and Saab know that one of the best feelings as musicians is when the whole group is in sync and able to go with the flow of wherever their performances take them. Married since 2015 and parents to their sons Pancho and Vito, Jim and Saab will be bringing their own rhythm to Singapore, seeking out family-friendly and date-night worthy spots. 

Beyond content creator partnerships, STB will also be launching a User-Generated Content (UGC) Contest with exciting prizes up for grabs. 

Ong Fang Xun (Ms), Area Director for STB Philippines, said: “Singapore is constantly evolving to create new experiences to delight travellers. By partnering with Ralph, Sam, Zack, Jim, Saab, and other creators, we are excited to showcase a different side of Singapore to our Filipino audience. We invite Filipinos to delve deeper and discover unique experiences of their own in Singapore.”

Catch all these activities happening throughout 2024. For more information, visit https://www.facebook.com/VisitSingaporeOfficial/

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Press release

Good momentum for private equity in southeast asia in q1 2024.

Media Relations Lead (Assurance, Tax, Strategy and Transactions, Growth Markets), Ernst & Young Solutions LLP

Passionate about the influence of media, both old and new. Avid reader. Closet cynic. Loves to travel.

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Private equity (PE) activity in Southeast Asia (SEA) showed good momentum in the first quarter of 2024, an increase of 31% in deal value and 89% in deal volume year-over-year. In Q1 2024, there were a total of 17 deals deploying US$586m in SEA, compared with 9 deals deploying US$447m in Q1 2023. 

Real estate deals accounted for a third (33%) of PE investments by value, followed by health care (28%) and financial services (23%).

This is according to the EY Quarterly Private Equity Update: Asean (Q1 2024) , which provides a quarterly roundup of the PE deals along with capital activities across major sectors in Southeast Asia.

Luke Pais, EY Asia-Pacific Private Equity Leader says:

“Deal activity in SEA started to pick up in Q1 2024. We see a number of new deal starts, with activity in certain sectors such as health care, real estate and infrastructure. Given SEA’s estimated gross domestic product (GDP) growth rate of 4.6% in 2024, lowering unemployment rates and strong contribution from tourism, consumer sentiment is also improving and we expect to see more consumer transactions over the course of the year. The realignment of the global supply chain, which is expected to impact SEA favorably, continues to remain an important theme.”

Sluggish fundraising and exit activity

For exits, Q1 2024 saw slower activity. PE-backed exits in SEA fell by about 57% in terms of exit value compared with Q1 2023. SEA’s IPO market also witnessed muted activity in the quarter. The lack of exits, coupled with the high amounts invested in the region over the past few years, have manifested in a growing secondary market.

Fundraising also remained sluggish during the quarter. Only two SEA-based funds were closed, raising a cumulative sum of US$574m. While private credit is still nascent in SEA, it has tremendous growth potential and opportunity for investors amid subdued deal and fundraising activity.

Pais concludes:

“For the rest of 2024, the emphasis on bespoke transactions and unique deal structures, such as secondary deals, minority purchases, convertibles or structured investments, platform acquisitions, are expected to intensify. PE funds are prepared to hold for longer and will continue to drive value creation in their portfolio through operational improvements and bolt-on investments. Opportunities across private credit space will grow, especially in mid-market where bespoke financing solutions are more attractive.”

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About the Organisation

What industry does your organization fall within, what best describes the key intent of the project that your organisation is seeking funding for, is your organisation a singapore-registered legal entity, is your organisation an association, is the project able to achieve one or more of the following outcome.

• Increase no. of sailings to/from Singapore
• Increase no. of foreign cruise passengers to Singapore through sailings to/from Singapore
• Increase no. of pre/post nights for cruise passengers sailing to/from Singapore
• Increase capability of industry players via cruise-specific industry training programmes
• Strengthen the potential/ attractiveness of cruising in Singapore and/or Southeast Asia

Is the project able to achieve one or more of the following?

• Improve visitor satisfaction (especially foreign visitors)
• Increase footfall
• Increase revenue
• Significant branding and PR value

Is the project able to attract foreign visitors and contribute to foreign visitors' spend?

Who will be the main target audience of your project, is your project innovative and/or a new event in singapore with tourism potential, what best describes your project, does the event have proven track records in singapore or overseas, and/or growth in tourism value such as growing foreign visitorship, and/or enhancement of precinct vibrancy etc, does the project have a clear tourism focus (e.g. tourism-related trainings, tourism companies taking on capability development initiatives or technology companies creating technology products and services for the tourism businesses), what best describes your market feasibility study project.

Based on your selection, the following STB grant/s may be applicable for your project:

Please note that projects that have commenced prior to Singapore Tourism Board's offer may not be eligible for grant support. Examples where projects are deemed as having commenced include:

• Applicant has started work on the project e.g. tender has been called.
• Applicant has made payment(s) to any supplier, vendor or third party.
• Applicant has signed a contractual agreement with any supplier, vendor or third party.